Pardot UK Seminar: Adam Sharp (6/23/2011)

Best practices in Marketing Automation

Adam Sharp [email protected] June 2011

Copyright © 2011 CleverTouch Marketing, All rights reserved

About CleverTouch

Rules-based

Workflow

Marketing Know-

how

Intelligent Marketing Technolog

y

Our Topic Cloud

The state of marketing today

3


4

• Pipeline• Opportunity Management• Sales• Support• (X-sell)

INBOUNDOUTBOUND

The Gap• Technology• Processes• Content• Skills


5

SEO & PPC

Ads & Direct Mail

PRSocial Ntwk

Telemarketing

Digital& Web

Events eMail

Multiple Versions Of The TruthMultiple Formats- No HistoryPoor Lead Nurturing & RoutingPeople/Time IntensiveOrganisation serve Comms Platforms

Channels& Partners

…marketing 1.0


Marketing 1.0 = Ineffective

Marketing

Domain

Sales Domain

20%

ADHOC 80%


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Major Marketing 1.0 issues

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1. no real handle on prospect data 2. slow campaigns = individual heroics3. multi-channel = multi-complexity4. adhoc workflow5. constant reinvention (manual

nurturing)6. partners not integrated 7. no personalisation8. pipeline = feast or famine9. no closed loop & forensic lead

analysis


Building a Marketing Capability

A. Develop a Coherent Marketing Architecture & Shared StrategyMarket Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs.

C. Innovation, Creativity & StickinessCreating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer Well

B. Communication Programmes, Content based on Shared Progressive StrategyMatching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled.

A

B

C


B. Communication Programmes, Content based on Shared Progressive StrategyMatching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled.

Limited Marketing Capability

Typical

Entry

Point

Stuck in “Let’s Communicate Mode”

A. Develop a Coherent Marketing Architecture & Shared StrategyMarket Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs.

C. Innovation, Creativity & StickinessCreating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer Well


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…and so Marketing needs a new approach


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PRE-CAMPAIGNANALYSIS

POST-CAMPAIGNANALYSIS

Marketing 2.0 - brochureware to marketing hub

PRE-CAMPAIGNANALYSIS


No business can accurately predict future revenues without complete transparency into both the funnel and the pipe….joined up marketing

Our philosophy & methodology


Customer-centric engagement strategy

• Educate, don’t sell

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Each campaign needs content in logical order


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Controlled Nurturing

Closed loop feed back

Load balancing

Think workflow and process


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1. Whitepaper2. Blueprint3. Webinar

TIME

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SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase

The briefFully automate, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaignsdynamic content & richer experience


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• All areas in pink are dynamic content – flexible content that is placed into the template automatically by the system based on the contact’s identified profile

• Dynamic content is heavily utilised through the program, for instance in the highly time-sensitive automated program for in trial that launches one of seven emails based on a contact’s trial status.

• The tone of the message changes accordingly over time.

Campaign flow/user journey


Trend Micro

Database

Trend Database

Silverpop FTP Site

CleverTouchData

Transformation

Data manipulated ready for silverpop

Trend FTP SiteData put on to FTP site daily

Silverpop

Database

Data uploaded to silverpop for scheduled daily import

New contacts added to Database

POS Segment#1 #4

Welcome Campaign

Time

Default Customer

Communications

Regular Monthly Campaigns

Post Purchase Survey

In Trial Segment#1 #4

Welcome Campaign

Post Trial Activation Segment

Post Purchase Survey

#1 #2

Welcome Campaign

Mid Term SurveyRenewal Reminders

Activate - Y

Win Back Campaign

Survey

Activate - N

Ad Hoc Campaigns

#1

#2

#8

Extended Trial Period Campaign

Segment

Campaign flow/user journey


Dynamic content in automated email 29 Days of Trial Remain 15 Days Remain 3 Days Remain

0 Days Remain 3 Days Since Expiry 7 Days Since Expiry


30 Days Since Expiry


Progressive profiling on web, interactive adviser guide


Dynamic Content

• Product recommendations based on progressive profiling

• Products/links are all personalised so ROI can be calculated at individual level


Dynamic Advisor Tool- Dictates which campaign journey (of 5) prospects are taken down, includes send time optimisation.


Some of the results so far

• For confidentiality reasons open rates and clicks thru’s are shared but not visits to ecommerce site or revenue figures

• Suffice to say that logic dictates that an increase in open rates, brand awareness and a higher level of people trialling the software leads to a significant uplift in sales

• The key is the time to marketing and dynamic relevant content, due to our grabbing data from the ftp site and committing it to the programme (15 times a day) and because of the immediacy of the programme and the dynamic content, there has been a significant uplift in open rates, engagement and ultimately sales

• As a result this programme has been extended to 2013 and Dell and Trend are looking at other ways to partner and to integrate marketing automation into their marketing.

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% rates across all program sends

18351

UK France Germany Spain Italy Netherlands Sweden Other0%

10%

20%

30%

40%

50%

60%

70%

61%

39%

45%

38%

0%

22%

0%

27%

44%

8%

23%

8%

0%

4%

0%

23%

17%

8%

18%

0% 0% 0% 0%

3%

Completed Advisor ToolOpened Advisor ReportClicked within Report

Note: Percentages reflect the proportion of people clicking on the advisor link in the email, who then go on to: fully complete the tool, open the report they are emailed following completion, and click a link within the final report


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Marketing Automation is opportunity for Marketing Transformation

THANKS!

[email protected]

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mailto:[email protected]

Best practices in Marketing Automation

Adam Sharp [email protected] June 2011

Pardot UK Seminar: Adam Sharp (6/23/2011)

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